Word of mouth marketing (WOM) may be the most effective marketing out there today, given the wide availability and accessibility of people’s opinions coupled with the continuing public distrust of company sales pitches. But WOM doesn’t just happen – nor does conventional marketing wisdom apply. WOM marketing is unlike any other kind of marketing out […]
Target and Walmart have lost their mojo. Same store sales and earnings have been flat or down for Target over the last year and Walmart recently posted six straight quarters of traffic declines and five in which same-store sales declined. Fortunately both chains have recently installed new leaders – former PepsiCo exec Brian Cornell is […]
Wendy’s celebrates its heritage through a unique customer experience at this, the site of the original Wendy’s restaurant. Check out a video audit and analysis of the brand experience. DLYohn Brand Experience Brief: Wendy’s Dublin Ohio from Denise Lee Yohn on Vimeo. other brand experience briefs: Carl’s Jr. sports-themed restaurant Nike and New Balance Patagonia’s […]
Here’s my newest “brand book bite” — check out the full collection of write-ups and author interviews here. – the book: How the World Sees You: Discover Your Highest Value Through the Science of Fascination – a revealing resource about communication and influence – the brain: This is the second book from marketing guru and Hall of […]
Earlier this week, Bruce Horovitz at USA Today asked me what I thought of the new ads from GoDaddy, replacing the overly sexualized use of Danica Patrick with spots featuring her and NASCAR crew chief Tony Stewart playing gags on each other. He ended up using only a line from my response in the write-up, so thought […]
It’s been nearly 3 years since I wrote “Lessons from Lady Gaga” and I’m still learning about marketing and brand-building from the Lady of Pop. Lady Gaga has already taught marketers how to attract attention through well-designed appearances (e.g., emerging from an egg at the 2011 Grammy Awards show) and how to develop brand communities like […]
I admit my first reaction to the news that Apple acquired Beats was skepticism. The deal may have made sense from a business perspective, but it didn’t seem a wise move for the Apple brand — especially since Apple announced it would be keeping and using the Beats brand name. But after I got past my knee-jerk […]
From What Great Brands Do: Great brands know that if you try to be all things to all people, you’ll never connect deeply with anyone. Here are a few resources to inspire your thinking about narrowing your customer focus: Mercedes Is Driving Dangerously, Chasing Customers Why Red Bull Loves Its Haters Great Brands Don’t […]
Here are three juicy audio interviews for your listening pleasure: Bill Horan, host of the “Secrets of Success” show on WHPC radio, asked me to explain how I selected the brands for my book What Great Brands Do. Listen to our interview to hear the measures I used to qualify a great brand — as […]
The real action at the World Cup won’t be between by the national teams from Brazil and The Netherlands, nor from Germany and Spain, or from any other soccer team. The biggest competition just might be between Nike and Adidas. […]